SlideShare a Scribd company logo
1 of 27
Download to read offline
SEO Keyword Research Tutorial
for the B2B Online Marketer
What Is Keyword Research?
“Keyword Research is the process
of discovering words and phrases
people might use when searching
for your organization’s solutions
and brand”
Why Do We Need Keyword Research?

According to
MarketingSherpa’s 2012
Search Marketing Benchmark
Report, keyword research is
listed as one of the most
effective and easier to
implement tactics B2B
marketers engage in for SEO
performance.
Why Do We Need Keyword Research?
Content & Keywords:
Understanding the type of
content that ranks well for
particular keyword searches
Why Do We Need Keyword Research?

Search Results:
Understanding the types of
search results that display when
searching the particular keyword
Why Do We Need Keyword Research?
Link Strategy:
Understanding the types of
links a website has acquired
that help it rank well for a
particular keyword
Keyword Research: 3rd Party
Perspective
REFERENCE:
http://www.seobook.com/glossary/#key
word-research
Keyword Research: 3rd Party
Perspective
REFERENCE:
http://www.searchenginejournal.com/ke
yword-research-where-to-start/7217/
Keyword Research: 3rd Party
Perspective
REFERENCE:
http://moz.com/beginners-guide-toseo/keyword-research
Keyword Research: Important Factors
• Relevance: How closely the search term matches the site’s
products, services, and content.
Keyword Research: Important Factors
• Specificity: How broad or specific a term is.
Software

Cloud Computing
Cloud Computing
Software
Keyword Research: Important Factors
• Popularity: How often the search term is searched for on major
search engines.
Keyword Research: Important Factors
• Competitiveness: How many and what types of companies are
pursuing the keyword?
KEYWORD
RESEARCH
Best Practices For
Developing Keyword Research
How Do You Perform Keyword
Research?
• DISCOVERY: Brainstorm as many keywords as possible

Considerations:
• We tend to organize keywords
by “theme”, usually a more
competitive, strategic keyword
phrase.
•

Explore adjectives,
extensions, synonyms, etc

•

The GOAL is to get as many
keyword ideas as possible!
How Do You Perform Keyword
Research?
• ANALYSIS: Review Search Results for Applicability
Questions To Consider:
• Do I understand the VALUE
PROPOSITION of my web page?
•

Do I understand the TYPE of search
results that appear for a particular
keyword opportunity?

•

Does the content on the page resonate
with the intent of the search engine
query?

•

How COMPETITIVE are the sites that
rank well for a particular keyword?
How Do You Perform Keyword
Research?
• DECISIONING: Analyze keywords that will provide the

BEST VALUE
Considerations:
• The right keywords bring
visitors that INTERACT and
CONVERT ACTIONS within
your website
(E.G., Fill out forms, make
purchases, email, etc)
•

The right keywords also provide
a good opportunity for your web
page to ACHIEVE prominent
search engine visibility in a
REASONABLE amount of time
and effort (and budget)
How Do You Perform Keyword
Research?
REMEMBER: Most SINGLE
keywords are too general and will not
bring targeted traffic.
As a rule, a keyword phrase (2, 3 or
more words) that is more specific will
bring more qualified traffic.
KEYWORD
RESEARCH
Popular Keyword Research
Tools & Resources
Keyword Research Tools: Google
https://adwords.google.com/ko/Key
wordPlanner/Home

• Google AdWords free keyword research tool – Google Keyword Planner

– provides marketers with information on average monthly
searches, competitiveness, and suggested CPC costs if using AdWords.
Keyword Research Tools: Bing
https://adwords.google.com/ko/Key
http://www.bing.com/toolbox/keywo
wordPlanner/Home
rds

• Bing Webmaster Tools offers free keyword research tool. Data comes

from organic search at Bing and marketers can select region, date
ranges, and export information.
Keyword Research Tools: UberSuggest
http://ubersuggest.org/

• This free keyword tool provides thousands of keyword ideas based on a

base term or phrase. Keyword phrases are broken own by letter and
numeric variation for ease of results navigation.
Keyword Research Tools: RavenTools
http://raventools.com/

• RavenTools keyword research tool is accessible through commercial

subscription. RavenTools offers a free 30 day trial to evaluate performance
and personal preference.
Keyword Research Tools: Spyfu
http://www.spyfu.com/

• Spyfu offers a free keyword research tool with summary data. Their paid

solution provides greater competitive keyword visibility and ability to
download / export data in Excel format.
Keyword Research Tools: WordStream
http://www.wordstream.com/keywords

• WordStream provides a free keyword tool to uncover long-tail keyword

opportunities. Users can register for a free trial to obtain a comprehensive
list or receive an email export of the top 100 keywords.
Keyword Research: What’s Next?
• Implementation: Develop content marketing initiatives designed
to maximize visibility for target keywords

• Evaluation & Reporting: Use reporting tools such as Google
Analytics, Webmaster Tools, and / or commercial SEO resources like
RavenTools and Moz to track performance of web pages associated
to target keywords

• Analysis & Next Steps: Always revisit search engine results
and keyword research to determine how to continue to improve
performance of web pages associated to target keywords
Contact Information
KoMarketing Associates
374 Congress Street, Suite 507, Boston, MA 02210
T: (877)-3-B2B-SEO
P: (781) 209-1989
Email: info@komarketingassociates.com
komarketingassociates.com/twitter

komarketingassociates.com/google+

komarketingassociates.com/linkedi
n

komarketingassociates.com/facebook

More Related Content

Viewers also liked

C lecture 4 nested loops and jumping statements slideshare
C lecture 4 nested loops and jumping statements slideshareC lecture 4 nested loops and jumping statements slideshare
C lecture 4 nested loops and jumping statements slideshareGagan Deep
 
Artificial Intelligence
Artificial IntelligenceArtificial Intelligence
Artificial IntelligenceGagan Deep
 
SQL – A Tutorial I
SQL – A Tutorial  ISQL – A Tutorial  I
SQL – A Tutorial IGagan Deep
 
Information System and MIS
Information System and MISInformation System and MIS
Information System and MISGagan Deep
 
System Analysis & Design - 2
System Analysis & Design - 2System Analysis & Design - 2
System Analysis & Design - 2Gagan Deep
 
C Programming : Arrays
C Programming : ArraysC Programming : Arrays
C Programming : ArraysGagan Deep
 
DBMS lab manual
DBMS lab manualDBMS lab manual
DBMS lab manualmaha tce
 
Sql queries interview questions
Sql queries interview questionsSql queries interview questions
Sql queries interview questionsPyadav010186
 
Boolean algebra
Boolean algebraBoolean algebra
Boolean algebraGagan Deep
 
A must Sql notes for beginners
A must Sql notes for beginnersA must Sql notes for beginners
A must Sql notes for beginnersRam Sagar Mourya
 
System Analysis & Design - I
System Analysis & Design - ISystem Analysis & Design - I
System Analysis & Design - IGagan Deep
 
Sql queries with answers
Sql queries with answersSql queries with answers
Sql queries with answersvijaybusu
 

Viewers also liked (17)

C lecture 4 nested loops and jumping statements slideshare
C lecture 4 nested loops and jumping statements slideshareC lecture 4 nested loops and jumping statements slideshare
C lecture 4 nested loops and jumping statements slideshare
 
Artificial Intelligence
Artificial IntelligenceArtificial Intelligence
Artificial Intelligence
 
SQL – A Tutorial I
SQL – A Tutorial  ISQL – A Tutorial  I
SQL – A Tutorial I
 
Information System and MIS
Information System and MISInformation System and MIS
Information System and MIS
 
System Analysis & Design - 2
System Analysis & Design - 2System Analysis & Design - 2
System Analysis & Design - 2
 
Number system
Number systemNumber system
Number system
 
Dbms viva questions
Dbms viva questionsDbms viva questions
Dbms viva questions
 
C Programming : Arrays
C Programming : ArraysC Programming : Arrays
C Programming : Arrays
 
DBMS lab manual
DBMS lab manualDBMS lab manual
DBMS lab manual
 
Sql queries interview questions
Sql queries interview questionsSql queries interview questions
Sql queries interview questions
 
Dbms lab questions
Dbms lab questionsDbms lab questions
Dbms lab questions
 
DBMS Practical File
DBMS Practical FileDBMS Practical File
DBMS Practical File
 
Best sql plsql material
Best sql plsql materialBest sql plsql material
Best sql plsql material
 
Boolean algebra
Boolean algebraBoolean algebra
Boolean algebra
 
A must Sql notes for beginners
A must Sql notes for beginnersA must Sql notes for beginners
A must Sql notes for beginners
 
System Analysis & Design - I
System Analysis & Design - ISystem Analysis & Design - I
System Analysis & Design - I
 
Sql queries with answers
Sql queries with answersSql queries with answers
Sql queries with answers
 

Recently uploaded

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 

Recently uploaded (20)

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 

SEO Keyword Research for the B2B Online Marketing Professional

  • 1. SEO Keyword Research Tutorial for the B2B Online Marketer
  • 2. What Is Keyword Research? “Keyword Research is the process of discovering words and phrases people might use when searching for your organization’s solutions and brand”
  • 3. Why Do We Need Keyword Research? According to MarketingSherpa’s 2012 Search Marketing Benchmark Report, keyword research is listed as one of the most effective and easier to implement tactics B2B marketers engage in for SEO performance.
  • 4. Why Do We Need Keyword Research? Content & Keywords: Understanding the type of content that ranks well for particular keyword searches
  • 5. Why Do We Need Keyword Research? Search Results: Understanding the types of search results that display when searching the particular keyword
  • 6. Why Do We Need Keyword Research? Link Strategy: Understanding the types of links a website has acquired that help it rank well for a particular keyword
  • 7. Keyword Research: 3rd Party Perspective REFERENCE: http://www.seobook.com/glossary/#key word-research
  • 8. Keyword Research: 3rd Party Perspective REFERENCE: http://www.searchenginejournal.com/ke yword-research-where-to-start/7217/
  • 9. Keyword Research: 3rd Party Perspective REFERENCE: http://moz.com/beginners-guide-toseo/keyword-research
  • 10. Keyword Research: Important Factors • Relevance: How closely the search term matches the site’s products, services, and content.
  • 11. Keyword Research: Important Factors • Specificity: How broad or specific a term is. Software Cloud Computing Cloud Computing Software
  • 12. Keyword Research: Important Factors • Popularity: How often the search term is searched for on major search engines.
  • 13. Keyword Research: Important Factors • Competitiveness: How many and what types of companies are pursuing the keyword?
  • 15. How Do You Perform Keyword Research? • DISCOVERY: Brainstorm as many keywords as possible Considerations: • We tend to organize keywords by “theme”, usually a more competitive, strategic keyword phrase. • Explore adjectives, extensions, synonyms, etc • The GOAL is to get as many keyword ideas as possible!
  • 16. How Do You Perform Keyword Research? • ANALYSIS: Review Search Results for Applicability Questions To Consider: • Do I understand the VALUE PROPOSITION of my web page? • Do I understand the TYPE of search results that appear for a particular keyword opportunity? • Does the content on the page resonate with the intent of the search engine query? • How COMPETITIVE are the sites that rank well for a particular keyword?
  • 17. How Do You Perform Keyword Research? • DECISIONING: Analyze keywords that will provide the BEST VALUE Considerations: • The right keywords bring visitors that INTERACT and CONVERT ACTIONS within your website (E.G., Fill out forms, make purchases, email, etc) • The right keywords also provide a good opportunity for your web page to ACHIEVE prominent search engine visibility in a REASONABLE amount of time and effort (and budget)
  • 18. How Do You Perform Keyword Research? REMEMBER: Most SINGLE keywords are too general and will not bring targeted traffic. As a rule, a keyword phrase (2, 3 or more words) that is more specific will bring more qualified traffic.
  • 20. Keyword Research Tools: Google https://adwords.google.com/ko/Key wordPlanner/Home • Google AdWords free keyword research tool – Google Keyword Planner – provides marketers with information on average monthly searches, competitiveness, and suggested CPC costs if using AdWords.
  • 21. Keyword Research Tools: Bing https://adwords.google.com/ko/Key http://www.bing.com/toolbox/keywo wordPlanner/Home rds • Bing Webmaster Tools offers free keyword research tool. Data comes from organic search at Bing and marketers can select region, date ranges, and export information.
  • 22. Keyword Research Tools: UberSuggest http://ubersuggest.org/ • This free keyword tool provides thousands of keyword ideas based on a base term or phrase. Keyword phrases are broken own by letter and numeric variation for ease of results navigation.
  • 23. Keyword Research Tools: RavenTools http://raventools.com/ • RavenTools keyword research tool is accessible through commercial subscription. RavenTools offers a free 30 day trial to evaluate performance and personal preference.
  • 24. Keyword Research Tools: Spyfu http://www.spyfu.com/ • Spyfu offers a free keyword research tool with summary data. Their paid solution provides greater competitive keyword visibility and ability to download / export data in Excel format.
  • 25. Keyword Research Tools: WordStream http://www.wordstream.com/keywords • WordStream provides a free keyword tool to uncover long-tail keyword opportunities. Users can register for a free trial to obtain a comprehensive list or receive an email export of the top 100 keywords.
  • 26. Keyword Research: What’s Next? • Implementation: Develop content marketing initiatives designed to maximize visibility for target keywords • Evaluation & Reporting: Use reporting tools such as Google Analytics, Webmaster Tools, and / or commercial SEO resources like RavenTools and Moz to track performance of web pages associated to target keywords • Analysis & Next Steps: Always revisit search engine results and keyword research to determine how to continue to improve performance of web pages associated to target keywords
  • 27. Contact Information KoMarketing Associates 374 Congress Street, Suite 507, Boston, MA 02210 T: (877)-3-B2B-SEO P: (781) 209-1989 Email: info@komarketingassociates.com komarketingassociates.com/twitter komarketingassociates.com/google+ komarketingassociates.com/linkedi n komarketingassociates.com/facebook